The brand utility concept is not only focused on consumers. On this blog, we very often talk here about the business model. This video about the circular economy will probably give you very powerful ideas to rethink it. This new way of doing business can have a huge impact on economy, the environment and in your customer relationship management.
“There’s a world of opportunity to re-think and re-design the way we make stuff.
‘Re-Thinking Progress’ explores how through a change in perspective we can re-design the way our economy works – designing products that can be ‘made to be made again’ and powering the system with renewable energy. It questions whether with creativity and innovation we can build a restorative economy.”
I particularly appreciated this video with Jon Steel. He explains what makes a great planner today and insist on being useful, not only clever. It’s exactly what we try to explain on this blog. Actually, Jon Steel and many other planners like Helge Tenno, Paul Isakson or Gareth Key give us the most interesting advices and rules to apply in our jobs, and even in our lives.
What’s the utility ?
As a main sponsor of the New York marathon, Asics decided last year to support the participants in a clever way and do you know better supporters than your familly and friends? Have a look to the video to see their answer.
They perfectly prepared their actions to insist on the context of the runners. I guess the experience for the marathoners was particularly nice and they won’t forget it.
Here is a very good sum up on how brands must act in the connected age.
It shows clearly the old way of doing business is dead, especially concerning the myths of strategy, control, consistency and data.
I particularly appreciate this board (slide 46), it introduces perfectly the different changes any marketer must consider today. The change from ROI to meaning is really relevant and reflects perfectly what we explained in the presentation “What’s the ROI of your mother?”.
